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        <h1 align="center">谈谈网红</h1>
        
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                	<p style="text-align: center; line-height: 1.5em;"><span style="font-size: 16px;"><strong>一、说到网红，你首先想到了什么？</strong></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 14px;">说到网红，你首先想到什么？对于这个问题，你可能脑袋里闪过的是秒拍里的papi酱，是张大奕、雪梨、赵大喜、张林超等一众的美女淘宝店主，是直播平台（斗鱼TV、映客、花椒等等）里那些博取关注、希望获得打赏的美女主播...从这些闪过的画面里，我们不难得出网红的定义：那些走红网络而被网民持续关注的人。</span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 14px;">除了这个直观的定义，吴声老师在《超级IP》中对网红做了更多细致的解读：</span></p><p style="text-align: center; line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="font-size: 16px;"><strong><span style="line-height: 1.5em; font-size: 14px;">网红是“主要看气质，更主要看</span></strong><strong><span style="line-height: 1.5em; font-size: 14px;">脸”，这是群体审美的变迁。</span></strong><span style="line-height: 1.5em; font-size: 14px;">网红是颜值经济发展的必然。什么是颜值经济？举几个简单的例子：整形、美拍、直播等等，都是紧紧围绕“脸”而产生相关的商业模式，都可以理解为颜值经济。而韩国造星工厂虽然不无讽刺，但锥子脸的确代表了更美的可能性和内容的新话语体系。微整形、健身、美图催生的自恋经济，客观上也成就了“主要看气质，更主要看脸”的流行情绪，包括社交网络的发达聚拢用户更方便快捷。</span></span></p><p style="line-height: normal;"><br/></p><p></p><p></p><p style="text-align: left; line-height: 1.5em;"><span style="font-size: 16px;"><strong style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 14px;">网红是社交和直播大爆炸后快速崛起的产儿，是大媒介环境的更替结果。</span></strong><span style="line-height: 1.5em; font-size: 14px;">必须看到互联网新应用形态的层出不穷，为网红崛起提供了天然的流量动能和养成土壤。如果不太好理解的话？举例说明，以直播平台为例，斗鱼TV、战旗TV、花椒、映客都成了网红战场，为鱼翅、大宝剑、守护礼物斗得不可开交，但也催生了江山代有才人出。以淘宝店铺为例，张大奕、雪梨、赵大喜、张林超、金怜佳更是以样衣拍照、粉丝反馈、打版投产、上架淘宝的模式，颠覆了传统选款、上新、平销、流量购买、销售的传统电商流程。</span></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="font-size: 16px;"><strong><span style="line-height: 1.5em; font-size: 14px;">网红也是互联网新物种。</span></strong><span style="line-height: 1.5em; font-size: 14px;">还记得我们在第一天领读《超级IP》的时候，探讨过新物种的定义：新物种，不仅仅局限于生命体，在互联网环境下，一个事物具备了新想象、新物理、新物质、新物语这四个特征，就可以称之为新物种。而新的社交土壤，新的颜值美化工具，新的内容表达手法，新的流量变现手段，都造就了网红成为全新的物种，也代表了超级IP最具流量能力的个体化状态。</span></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="text-align: center; line-height: 1.5em;"><span style="font-size: 16px;"><strong>二、你觉得网红low，是因为你只看到了旧网红</strong></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;">我和身边一些朋友偶尔聊起网红，他们都会嗤之以鼻地联想到：直播平台上，为博取关注，使尽浑身解数，甚至不惜打“性感”擦边球的主播们；微博上，为了获取淘宝流量，不惜各种搏出位、搏话题的微博红人；网络上，为了走红，制造各种话题、噱头，成为各类事件营销的主人公。</span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="font-size: 16px;"><span style="line-height: 1.5em; font-size: 14px;">诚然，这些都是网红，给我们一种极不舒服的感觉。但是如果把网红仅仅理解为：为了获取关注而不择手段，其实是过于狭隘。而造成我们这种狭隘认知的原因是：</span><strong><span style="line-height: 1.5em; font-size: 14px;">上述的林林种种都还停留在以营销驱动、以一次性消费为代价的旧网红模式。</span></strong></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;">什么叫做以营销驱动、以一次性消费为代价呢？通俗而言，就是网红聚集了大量关注后，就开始打粉丝“钱包”的主意，希望赚一把粉丝的快钱就走。</span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"></span></p><p></p><p></p><p style="line-height: normal;"><br/></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;">目前的网红商业，通过社交平台海量流量及以“用户信任”为代价的营销定义提高转化率。而现阶段网红更多是作为引流或营销角色存在。廉价是最大的竞争力，但这种依靠价格优势建立起来的壁垒并不牢固，且随着网红批量入市，网红的成本会越来越高，基本可以预见流量的价格优势逐渐会削弱。网红推荐形成的购买，更多还是利用粉丝对网红的盲目信任，加上网红本身对产品质量的控制力很低，往往会快速消耗网红自身的信用。一旦产品与粉丝预期不符，这种信任感就会扭转，网红变网黑。</span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="font-size: 16px;"><span style="line-height: 1.5em; font-size: 14px;">所以，什么是旧网红模式？</span><strong><span style="line-height: 1.5em; font-size: 14px;">就是单纯为了获取流量（博取关注），野蛮进行盈利（流量变现）的模式，信任很快会被透支，关注的热度也会快速下降。</span></strong></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="text-align: center; line-height: 1.5em;"><span style="font-size: 16px;"><strong>三、新网红，才拥有长久的生命力</strong></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;">一次性透支就销声匿迹的网红不在少数。更何况，曾经有更多的网络红人，甚至还未进入商业阶段，即已成明日黄花。还记得后舍男孩吗？还记得唱着《我的滑板鞋》的庞麦郎吗？还记得旭日阳刚吗？还记得那个披着军大衣登上春晚的大衣哥吗？他们好像出现过，但好像又没出现过。<strong>作为个体，他们出现或不出现似乎并不重要；但作为依托于“个体”所形成的“网红”经济，他们的出现，伴随的商业机会的来临，他们如流星一样消失，伴随的是商业的消逝。</strong></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><strong><br/></strong></span></p><p style="text-align: center; line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"></span></p><p></p><p></p><p style="text-align: center; line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"></span></p><p style="text-align: left; line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;">而同样是作为网红，在秒拍上引起海量关注的papi酱，在微信公众号积累了千万用户，每一次的吐槽推文，迅速斩获10万+的阅读量和上千人的打赏。就连新媒体大牛罗振宇都感叹：“我花了3年多，用户到600万，Papi酱花了4个月粉丝1000万。</span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;"><br/></span></p><p style="line-height: 1.5em;"><span style="line-height: 1.5em; font-size: 16px;">我每天甩脑浆，讲哲理故事。而Papi酱每周只更新短小精悍的吐槽视频。我们团队上百人，一年收入2亿多，现在估值13亿。而Papi酱一个人，啥也没开始卖，估值3个亿。”而罗振宇说这番话时，Papi酱刚刚拿到了1200万的融资。<strong>让人不得不感叹：“Papi酱”是2016年崛起得最为耀眼的“网络红人”之一，真的成为了“集才华与美貌于一身的女子”。</strong></span></p><p><br/></p>
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                    	同读一本书
                        第29期
               	  	
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                    <h4><a href="282.htm" tppabs="http://www.duyou8.com/book/282">超级IP</a></h4>
                    <a href="282.htm" tppabs="http://www.duyou8.com/book/282"><img width="160" src="282.jpg" tppabs="http://bj.bcebos.com/duyou8//book/small/282.jpg" alt="超级IP读书笔记"/></a>
                    
                  <div>作者:吴声</div> 
                    <div>领读人:<a href="javascript:if(confirm(%27http://www.duyou8.com/user/1  \n\nThis file was not retrieved by Teleport Ultra, because it was unavailable, or its retrieval was aborted, or the project was stopped too soon.  \n\nDo you want to open it from the server?%27))window.location=%27http://www.duyou8.com/user/1%27" tppabs="http://www.duyou8.com/user/1">東</a></div>
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                    	开始时间:
                      
                         2016-08-23
                      
                      
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                    	结束时间:
                         
                            2016-09-01
                        
                        
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